The Coming Chaos Scenario —Sherburne

Yet we know that including print as part of the ongoing dialog with customers and prospects can add significant value—increasing response rates and ROI when compared to communications strategies that are print or electronic only.

Our job is to become the evangelists for this new role of print in the modern media mix. There are tons of real-world examples to draw from. PODi publishes best practices. The Australian Post has done a nice job of accumulating case studies and articles about transpromo (the blending of promotional messages into transactional documents, in print, electronically or both) successes around the globe.